Sounds like a good system to continue to refine, test and turn it into a system.

Our measurement result was a completed form with consumer information (name, address, phone, email).

SM campaign:
1) We wrote a blog article on http://www.goodlifeteam.com (see at http://glt.bz/proptax) about challenging your property taxes.
2) We offered to send consumers sold data to challenge the property taxes if they filled out their form.
3) We had our team of agents facebook about this campaign every week for about 45 days, and track results of people that challenged their taxes.

From this campaign we acquired 180 consumers who were interested in help with their property taxes. Costs were writing the blog article, and then writing the social media messages for our agents, plus their time (free to us) to promote and the work with consumers who responded.

Compared to our traditional campaingn:

1) We designed and sent out postcards for consumers to find out the value of their home using our website market data tool, at a cost of $1.00/post card. We also set up a custom landing page for each neighborhood we marketed this offer to, which cost about 8 hours of staff time (but we will reuse these for each campaign in the future)

We sent this to a little over 1200 homes, and received 14 responses back.

Both work, we intend to continue to do both, and we feel very good about our results in the social media space!

Jack Miller